Zhana Aleksandrova: "Latin America is a place where good games are not enough on their own"

Zhana Aleksandrova, 7777 gaming's Director of Business Development for Spain and Latin America, laid out the supplier's regional strategy in this exclusive Casino Guru News interview. Aleksandrova spoke to the complexity of Latin America as a market, explaining why a one-size-fits-all approach falls flat in a region where neighbouring countries can differ sharply in regulation, player habits and operator expectations, and how 7777 gaming is building its presence one carefully chosen partnership at a time.

Q: 7777 Gaming has had a strong year, with a clear focus on the Latin American market. What keeps drawing you to this region, and what makes it such a strategic priority for the company?

Latin America is a region where 7777 gaming cannot rely on a ready-made formula and that is exactly why it matters to us. Each market has its own pace, player habits and way of building trust, so success depends on how well we listen, adapt and deliver content that feels relevant from day one. Operators in the region know very clearly what their players like, and they expect partners who can keep up with that level of understanding. For us, Latin America is a place where good games are not enough on their own… they have to arrive with the right timing, the right energy and the right local fit.

Q: You’ve pursued a number of operator-specific partnerships. How does 7777 Gaming identify the right partners, and what factors influence your decision when selecting operators to collaborate with?

Choosing the right partner is not only about market share. A good partnership starts long before the integration. We value partners who can move quickly, but also know how to give the right visibility to the games, support them with relevant campaigns, and share honest feedback from the market. For 7777 gaming, this kind of collaboration matters because strong results in the region rarely come from content alone, they come from local knowledge and a partner who knows how to turn a good game into a real player experience.

Q: This year alone, you’ve announced five regional deals. Is this part of a broader strategic shift, or a continuation of existing momentum?

This is our strategy - to be everywhere and close to the players. The region is beginning to recognise 7777 gaming through the successful performance of our games. Titles from the Bar Link series, Cash Transporter, Mayan Gold and others have become preferred games. They showcase different aspects of our portfolio: jackpots, speed, familiarity, volatility and strong visual identity.

Q: What are the biggest challenges you’ve faced when expanding in Latin America, and how have those shaped your strategy?

One of the biggest challenges in Latin America is that the region moves fast, but it is not one single market. Each country has its own commercial rhythm, regulatory expectations, player habits and operator priorities, so the challenge is to enter quickly without treating the region as a copy-paste expansion. That has shaped our strategy very clearly: we want to become even faster in the way we move from first conversations to local alignment, technical setup and live games. For 7777 gaming, expansion in Latin America is about speed with precision - entering new markets quickly, but with enough preparation to make the launch relevant from day one.

Q: How does the Latin American market differ from other regions you operate in, and to what extent do you tailor your products to local player preferences and expectations?

The biggest difference is how much variety exists inside the region itself. At 7777 gaming, we tailor our approach in every market we enter, but in Latin America this becomes especially important because neighbouring countries can differ significantly in regulation, payment habits, promotional timing and player expectations. It is not about creating one "Latin American version" of a game, but about understanding how each market will receive it and which part of the portfolio makes the most sense there. For us, the right product fit comes from a careful mix of content, mechanics, timing and operator insight, so the experience feels easy to enter, relevant and strong enough to keep players engaged.

Q: Looking ahead, what are 7777 Gaming’s key priorities for the Latin American market over the next 12–24 months, and how do you see your presence in the region evolving?

Our main goal is for players to see 7777 gaming titles on every licensed casino website in Latin America. Colombia, Ecuador, Chile and Venezuela have already provided us with a solid foundation, and now Mexico and Brazil are next. It is very important for us to be close to operators, to work together as quickly and effectively as possible. If we do this well, 7777 gaming will not simply have a presence in Latin America, it will become a name that operators associate with consistency, adaptability and long-term value.

Image credit: Casino Guru News